Gatorade Digital Everything to Prove by VML Kansas City

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Everything to Prove

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Industry Soft Drinks
Media Digital, Interactive & Mobile
Market United States
Agency VML Kansas City
Associate Creative Director Nick Allegri
Released May 2012

Awards

London International Awards 2012
Digital Branded Content Bronze Winner

Credits & Description

Entrant: VML, Kansas City
Gatorade - "Everything to Prove"
Visit Website: http://creativeworkbench.com/awards/2011/gatorade/gatorade_etp/etp_case.html
Corporate Name of Client: Gatorade
Agency: VML, Kansas City
Chief Creative Officer: Debbi Vandeven
Group Creative Director: Tony Snethen
Managing Director/Branded Content: John Godsey
Associate Director/Branded Content: Aaron Evanson
Associate Creative Director: Nick Allegri
Senior Copywriters: Joel Henning/Allison Pierce
Senior Art Director: Chad Green
Art Directors: Alison Radke/Katelyn Carson
Agency Producer: Tyler Smith
Managing Director, Client Services: Chuck Searle
Executive Producer: Brian O'Rourke (TBWA\Chiat\Day)
Contributing Companies: NFL Films, Mount Laurel/
Optimum Sports, New York
NFL Films Directors: Jay Jackson/Steve Trout
Gatorade Director of Global Marketing: Lauren Fritts
Gatorade Global Director of Digital Strategy: Randall Brown
Gatorade Director of Branded Entertainment: Jill Kinney
Gatorade Branded Entertainment Consultant: Kim Friesl
Optimum Sports Director: Tom McGovern
Optimum Sports Account Director: Bryan McAleer
Optimum Sports Strategy Supervisor: Joshua Farber
Media Agency: OMD, New York
PR Agency: Fleishman-Hillard, Chicago
Group Creative Director: Tony Snethen
Description of the Project
Introduction of G Series designed to fuel an athlete before, during and after a workout or game, Gatorade went beyond sports hydration and into the world of sports nutrition. Our target, teen athletes, didn't view sports nutrition as important to their performance.
Convince teen athletes that everything they put in their bodies is fuel that can help them get to the next level.
We recruited 15 of the top NFL Rookie prospects to incorporate proven fueling habits into their training programs to see how it would help them overcome one of the toughest challenges in sports today: The road from NFL prospect to NFL pro.
As the Rookies saw results in their performance, they became sports nutrition advocates themselves and began tweeting and facebooking directly with their fans.
This resulted in 8 million Facebook impressions and 31 million Twitter impressions.
Episode views of the web series reached 9.1 million.
The program earned an additional 229.6 million earned media impressions.
93.5% of teens found the content to be appealing and 80.5% found it to be relevant to their training and nutrition habits.
Everything to Prove became the most watched and talked about content program in the history of the Gatorade brand.